My first reaction was it would be more telling to let the social media thing play out organically to see what is really in the kid's heart, as mentioned above, you would better know what the kid is about rather than have them 'handled' or know the playbook on how to act, and then you find out after they arrive at your campus maybe they're not what you thought...but on further reflection, part of our responsibility as adults, is to show kids how to act. What's ok to say and what's not. Give them the wisdom from our experience so they know how to be as they become adults because maybe, they didn't get it at home or maybe they just have some bad influences around them while they are trying to be cool with their friends.
Either way, I think this advice the coach offers is simple and valuable life stuff. Even if a few kids think of it as just something they have to do to be recruited, some will also realize this is the way they should act.